This is the first work from the agency for Sony’s in-car audio division with the work breaking later this week. They will run in motor magazines (Auto Salon, In-Car, Fast 4’s, Hot 4’s, Motor & Wheels), street press and as outdoor street posters.

Each ad depicts an everyday conversation happening through the hands-free Bluetooth functionality of Sony’s in-car audio systems. These conversations are dramatised using iconic band-style poster illustrations – each one commissioned specifically for the campaign.

Neal Fairfield, senior strategic planner at Saatchi & Saatchi said: “Cars play an integral role in our targets social life, as both a source of conversation and a place to have conversations. The challenge lay in making make Bluetooth hands-free functionality appeal to a market where improving music quality is currently the only motivation to upgrade. Not only does the campaign break conventions strategically, the creative idea will cut through all thats gone before.”

HUBS

Our mission is simple: help marketers excel. News, insight, case studies, reports, tools and the magazine are all designed to give Australia’s professional marketers the advantage in their business and career.